Escalating Email Touch-Points

Gwynne Young
Managing Editor, CustomerThink
Member

Posted 15-Mar-2005 03:40 PM
[Posted for John McGrail]

I am trying to find proof that offering numerous touch-points, and potentially escalating offers, will increase the likelihood of generating an initial response. Specifically, is there a greater chance of a response from three emails to a particular group, rather than just one email?

For example:
Assume 3 emails are sent out to a group. The first email has a particular offer and illicits a 50% response rate. If a following email is sent, with a better offer, will another 30% respond? Similarly, if a third email is sent with an even better offer, will it cause the last 20% to respond?

Any insight you can offer would be appreciated.

Jesse Sandqvist
Member

Posted 17-Mar-2005 09:39 AM
Hi John,

I would not do it based on the following: (if I understood your scenario correctly...?)

First of all you need to be careful with the targeting of the "follow-up" offers. You need to be sure that the ones who already took action on the first offer do not get the follow-up offer. I believe that those people would feel that they replied too soon and feel that they were somehow "used"

Again, for the people who maybe took the last offer (or not at all), would get accustomed to wait for you to send them first three emails. You would there get a true group of bargain hunters that you do not want to have as customers anyways.

Depending on the time span between your mails I also believe that it's just too much mails to be sent... did your customers really sign up for that or are you just trying to squeeze all the money from then you can? People usually see through this sort of initiatives. Respect your customers...

I would concentrate more on delivering targeted and valuable messaging to your customers. People DO respond if they truly have interest into your products or services. Too many companies still see email as a mass marketing tool when you can do so much more with careful targeting and personalisation.

Best regards,
Jesse Sandqvist
Director
Responsewave Ltd.
www.responsewave.com